Insure or Ensure

Insure: To arrange for compensation in case of loss. 
Ensure: To make certain that something shall occur. 

They are only words, right? The misuse of insure for ensure is a very common mistake. On the surface they seem to mean practically the same thing, but they are not and there is a very specific reason for that. Words mean something and in this case, they mean something very specific. Far too often we will say things that may make sense to us but to the people we are talking to they may not make any sense at all. They are only words, right? Communicating clearly and concisely takes a calculated effort. The calculation behind the effort may come in the form of years of experience or by delving into the subject so we can employ the right words to clearly deliver our message. You either know what you are taking about because you have have been there or because you have looked into it. 

A great vocabulary is very effective in helping craft your message so that it is clearly received. I remember what my director at San Jacinto College in Pasadena, Texas said one day during reversals for Edward Albee's; Everything in the Garden, when I asked the meaning of cognizant, he said; "Look it up." That direction had a profound and lasting impact on me. Not only did I need to take the initiative to find out what the meaning of a word is, I had to take the initiative and own it. From that moment on when I did not know the meaning (and the occurrences were many) of a word, I would "look it up!" When reading, I kept a dictionary close. Word and their specific use to deliver a clear and concise message took on a new level of importance. What I said began to matter to me more because the words used did make a difference in the quality of the message.

There are some that take this to extremes and talk at such a high level that no one, including themselves really get the message. It is not that impressive if no one understands what you are saying, no matter how many BIG words you use.

Endeavor to expand your vocabulary so words and their specific meanings will help to ensure that you are being clearly understood.

Cognizant: Having knowledge or being aware of.